Alright so for anyone who may have the same question in the future, I managed to get the answer from SMC themselves. Danny emailed me and said that rotating the end bell clockwise will lower timing. And if you rotate it counter-clockwise will increase timing.

And he added one more thing I wasn't aware of, that there isn't zero timing on motors because it would cause them to run poorly. Didn't know that! Great guy to deal with.

SMC FTW